Journal Of Business & Economics Research
Volume 2, Number 3
Users’ Attitudes Toward Movie-Related
Websites And E-Satisfaction
Yoon Cho (Email: ycho@hpu.edu), Hawaii Pacific University
Joseph Ha (Email: jha@hpu.edu), Hawaii Pacific University
Abstract
Numerous websites provide information, sell products, and offer services. However, not many
websites have focused on usability issues, such as ease of use, usefulness, and customer satisfaction. Therefore, in this paper, the authors first consider what factors affect ease of use and usefulness and then how ease of use and usefulness affect attitudes toward websites and customer satisfaction. This study classified four different user groups based on their degree of involvement to
measure different levels of perceived ease of use and usefulness. Uses and gratification theory
(Herzog 1944; McGuire 1974; Luo 2002) has been applied in this study to explain users’ attitudes
toward movie-related web sites and consumer satisfaction. This study found that online users’
positive attitudes towards movie-related websites impact their satisfaction, while their positive attitudes do not significantly lead to the actual purchase of tickets online. The findings of the study
contribute to the development of the uses and gratification theory by applying it to the online users’ attitudes toward movie-related sites. Further, this study provides implications and offers suggestions to e-businesses dealing with movie-related products and services.
1. Introduction
N
umerous commercial websites have become a place where consumers obtain vast information, but
understanding how and why online users actually become consumers, specifically loyal consumers,
is a major concern for practitioners and academics. The incidence of consumers purchasing through
the hosting company site or through advertisements placed by sponsors has been quite low, except for some
particular online brand or products. For example, purchasing a book or CD is becoming more common online, yet
purchasing clothing or groceries is still less preferable online than in brick-and-mortar stores.
Concerned that online consumers’ preferences differ according to the categories of product/service, the
purpose of this study is to investigate online users’ attitudes and satisfaction regarding movie-related web sites. The
film industry has been used online as an interactive marketing tool to increase awareness and promote both new and
old movies. For instance, Lions Gate films applied the impact of viral marketing by sending 16,000 people e-mail
for 30 days prior to the 1999 opening of American Psycho (Strauss 2000). Major portals, such as MSN and AOL,
promote movies by providing information, including trailers, show times, and movie news, etc. Movie-specific sites,
such as moviefone.com and movietickets.com also provide similar services to movie sections under the portals, but
differ because they generate additional revenue by selling the tickets. Perhaps, more profitably, markets for DVDs,
such as Amazon.com and ebay.com, have become more prevalent online than traditional brick-and-mortars.
This study investigates 1) the factors affecting online users’ attitudes toward movie-related websites, which
have become an interactive marketing tool for online users; 2) how those factors affect perceived ease of use and
usefulness; 3) the effects of perceived ease of use and usefulness to the attitudes toward the movie-related websites;
4) how overall attitudes toward the site affect overall user satisfaction; and 5) how online users’ attitudes toward
movie-related sites differ from individual users’ various levels of website usages. This paper also discusses how
online communication tools, for example, email, online community, and real-time chatting can be useful sources of
viral marketing for the film industry.
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Journal Of Business & Economics Research
Volume 2, Number 3
2. Conceptual Framework
Uses and gratification theory (Herzog 1944; McGuire 1974; Luo 2002) has been applied in this study to
explain users’ attitudes toward movie-related web sites and consumer satisfaction. A previous study by Luo (2002)
developed the theory by linking the well-grounded uses and gratifications framework to online consumer behaviors
(Luo 2002). Uses and gratification theory has been developed from research in the context of traditional media, such
as TV, magazines, or radio (Herzog 1944; McGuire 1974). It has been extended to research in the context of the
online environment (e.g., Luo 2002). Recent studies, held in the online context, frequently measure web usage,
attitudes toward websites, and satisfaction (Korgaonkar and Wolin 1999; Chen and Wells 1999; Luo 2002).
Application of uses and gratification theory in the online context has drawn the attention of scholars since the
Internet, as an interactive multimedia tool, has become a place that provides a new, many-to-many communications
model and dramatically alters the traditional view of communication media (Hoffman & Novak, 1995).
The present study has been supported by another theory, proposed by Ajzen and Fishbein (1980) and often
used in behavioral research. The Theory of Reasoned Action (TRA), which suggests that individuals’ performance of
a given behavior is primarily determined by their intention to perform that behavior. According to the TRA, two
major factors influence the intention to perform a given behavior: i) the individuals’ attitude toward personally
performing the behavior which is based on their beliefs, and ii) the subjective norm concerning the behavior (i.e., the
individuals’ belief that “most important others” think that they should or should not perform the behavior (Ajzen and
Fishbein 1980; Fishbein and Ajzen 1975).
Further, researchers criticized the Theory of Reasoned Action (TRA) for not explaining the beliefs that are
operative for a particular behavior, which is related to the usage of information technology (Succi and Walter 1999).
Thus, the Technology Acceptance Model (TAM: Figure 1) has been proposed by Davis (1989a and b) to explain
specific behavior from electronic commerce. The Technology Acceptance Model has been widely used in the study
of online user behavior explaining the effect of perceived usefulness, perceived ease of use, and user acceptance of
information technology. The TAM model has been adopted in this study to describe consumer behavior in the online
environment. The model explains why online users accept or reject websites and how their internal beliefs and
attitudes affect their usage behavior (Davis 1989b; DeSantics 1983; Ives, Olson, and Baroudi 1983).
Figure 1. Technology Acceptance Model (TAM: Davis 1989a and b)
External
Variables
Perceived
Usefulness
(U)
Attitude Toward
Using Website
(A)
Behavioral
Intention To Use
(BI)
Actual
System
Use
Perceived
Ease of Use
(EOU)
Therefore, within the uses and gratification framework and the theory of reasoned action, this study investigates how movie-related websites can be an interactive marketing tool for online users by exploring factors that
affect perceived ease of use (EOU) and usefulness (U). Particularly, this study classifies factors that can be used to
measure perceived ease of use and usefulness. Factors, proposed in this study include information, convenience,
technology, community, entertainment, and price. This study also measures the impact of such factors to the users’
attitudes toward the specific website, i.e., movie-related websites. The study also measures how consumers’ attitudes
toward specific websites affect their user satisfaction or behavior intention to use. User satisfaction has been
obtained from the current users and behavior intention to use from the potential users of movie-related websites. For
current users, the present study adopted the levers, suggested by Mohammed (2002), across the stages of movie14
Journal Of Business & Economics Research
Volume 2, Number 3
related websites to see whether those factors have a different impact on user satisfaction based on a different extent
of individual user’s usage on information systems (see table 1). Further, this study also suggests how the file
industry effectively operates online communication tools, such as email, online communities, and real-time chatting
system as useful sources of viral marketing.
Figure 2. The Proposed Model of Users’ Attitudes Toward Movie-Related Websites
& E-Satisfaction
External Variables
Degree of
Involvement
E-Satisfaction
from MovieRelated
Websites
Information Factor
Convenience Factor
Technology Factor
Perceived
Usefulness
Community Factor
Perceived
Easy of
Use
Entertainment
Factor
Overall Attitudes
Toward
Movie-Related
Websites
Behavioral
Intention to
Use
Price Factor
Brand Name Factor
The proposed model of this study is determined by the different factors that arouse perceived ease of use
and usefulness and also dummy variables for the levers across the stages on movie-related websites with coefficients.
AO  U  EOU (1)
U  
n
 b  
1k D1k
i i
  2 k D2 k   3k D3k (2)
i 1
EOU   
n
 b  
i i
1k D1k
  2 k D2 k   3k D3k (3)
i 1
where:
AO
bi
D1k ~3k
 i , 1k ~3k
= The overall attitudes toward the movie-related websites,
= Importance for the i th factor,
= Dummy variables for the Levers Across the Stages on Movie-Related Websites
= Coefficients of variables.
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Journal Of Business & Economics Research
Volume 2, Number 3
This study adopted the above model to measure the impact attitudes toward the websites to the behavioral
intention to use by potential users, i.e., users who never log on to the movie-related sites. However, for the current
users, the study measures the impact of the overall attitudes toward the websites toward e-satisfaction. Therefore,
two regression lines for potential and current users are described as follows (4) & (5).
BI     j AO j (4)
SAT     m AO m (5)
2.1. Perceived Usefulness & Perceived Ease Of Use
Perceived usefulness (U) and perceived ease of use (EOU) have been frequently used to measure users’ attitudes toward websites and technology acceptance. Based on a definition by Davis (1989), perceived usefulness is
defined as “the degree to which a person believes that using a particular system would enhance his or her job
performance.” Davis (1989 a and b) also described the definition of perceived ease of use: “the degree to which a
person believes that using a particular system would be free of effort.” In this study, perceived usefulness and ease
of use are considered predictors to investigate the external variables that affect users’ acceptance of movie-related
websites. Both variables, perceived usefulness and perceived ease of use, are the equivalent of internal beliefs ( bi )
from the Theory of Reasoned Action (TRA).
Hypothesis 1:
Hypothesis 2:
As perceived usefulness on movie-related websites is greater, users’ positive attitudes toward
those websites increase.
As perceived ease of use on movie-related websites is greater, users’ positive attitudes toward
those websites increase.
2.2. Attitudes Toward The Site, Behavioral Intention To Use, & E-Satisfaction
Attitudes toward a website have been often considered as a variable to measure the effectiveness of websites, systems, or advertising (e.g., Zhou 2002; Chen and Wells 1999). Previous researchers found that attitudes
toward a site are quite measurable (Gibson 1997). Users’ attitudes toward the usage of computer concern perceptions of the competence and productivity of computers (Zoftan and Chapanis 1982). Researchers (Zoftan and
Chapanis 1982) found that those with higher attitudes view computers as more efficient, dependable, precise, and
organized. Prior studies also addressed that attitudes toward computers have important effects on the usage and
ultimate success or failure of computer systems (Webster and Martocchio 1992: Igbaria et al. 1990). Further,
attitudes toward a site have been discussed to measure the ease of building a relationship with a business, website
loyalty, e-satisfaction with the site or service provided by the business, length of time to stay on a website, or a
comparison analysis between or among the sites (Chen and Wells; Schubert and Selz 1999; Cho et al. 2002). Thus,
we hypothesized that positive attitudes toward websites increase e-satisfaction for existing users, while those
increase intention to use for those, who never visited movie-related websites. This is a different point from Technology Acceptance Model (TAM: Figure 1) proposed by Davis (1989a and b), as TAM only considered the effect of
attitudes toward a website based on the behavioral intention to use and actual system use. This study modified the
model considering different types of users, existing users and potential users. Therefore, for existing users, this study
proposes that attitudes toward websites affect e-satisfaction, while for potential users, the study hypothesizes that
attitudes toward websites affect behavioral intention to use.
Hypothesis 3:
For existing (potential) users, attitudes toward movie-related websites positively affect
e-satisfaction (behavioral intention to use).
Hypothesis 4:
The impact of attitudes toward movie-related websites on e-satisfaction increases, as the degree of
involvement increases.
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2.3. Degree Of Involvement
Involvement theory often has been studied in the traditional marketing and online context. In traditional
marketing, involvement has been adopted in the study of purchase decisions (Clarke and Belk 1978), advertisements
(Krugman 1977), or products (Howard and Sheth 1969), etc. For example, involvement with purchases leads one to
search for more information and spend more time searching for the right selection (Zaichkowsky 1985). Past studies
in the online context have considered the degree of involvement as a predictor of technology acceptance (Stafford
and Stern 2002). Stafford and Stern (2002) summarized the opinions on involvement that perceived ease of use is
superior to involvement (Venkatesh and Davis 2000), while others argue that “subjective experiences such as
involvement” ultimately drive behavior (Webster and Martocchio 1992). Degree of involvement in this study has
been treated as a mediator to affect perceived usefulness and ease of use for movie-related websites. Assuming that
Internet users’ attitudes toward websites are quite varied based on their levers on websites, this study uses the
framework the levers across the stages,” proposed by Mohammed (2002). The levers were introduced based on
different stages to classify the factors that account for the success of the movie-related websites’ marketing plans
(Mohammed 2002). This study adopted this framework by positing that proposed different levers could be explained
to group different users’ usages of the websites.
Table 1. The Levers Across The Stages On Movie-Related Websites
(Modified, Mohammed 2002)
Continuum of the Degree of Involvement on the Website
Online
Users’
Attitudes
and
Behavior
Novice
Beginner for
movie-related
site
Awareness
 Recognize the campaign
(e.g., Greeting visual
campaign)
 Get information about the
movie (e.g., Search the
show time or theater)
 AOL content placement
Contests and Sweepstakes
Exploration/Expansion
 Downloads trailers and
Opt-In
 Click – through to website
or trailer from keyword,
links, or partner websites.
 Click on advertising
related to movie
Sony/Loews theater couponing
Commitment
 Opt-ins to view
subsequent episodes
 Customized
brower.
Click-throughs (e.g.,
AOL Moviefone) to
purchase tickets
This study also assumed that the levers are on the continuum of the degree of involvement on the websites.
Thus, when users are in the stage of higher degree of web usage, such as commitment, their involvement on the
website is also higher. In other words, the degree of involvement on the movie-related websites increases from
novice to commitment considering the levers on the continuum. Therefore, this study hypothesized that user
involvement increases when the levers on movie-related websites are commitment rather than awareness or
expansion. The current study considers the degree of involvement as a mediating variable based on the suggested
model (Figure 2). The suggested levers across the stages by Mohammed (2002) are modified for this study (Table 1).
2.4. Information Factor
The Internet has assumed a crucial role as a source of enormous information. Online users are able to easily
find the almost unlimited information, conveniently, 24/7. The Internet as a source of information significantly
affects users’ search behavior. Therefore, the quality of information content provided websites often reduces users’
search efforts and agitates their behavioral intention to use. It is expected that overall aroused satisfaction will
positively affect an individual user’s attitudes toward a website. Online users often log on to the movie-related
websites, such as www.moviefone.com, www.movietickets.com in order to get show times, theater locations, and/or
other information about a film. The film industry can increase brand awareness among its score target markets by an
average of about 20% across the board, which was determined by an annual awareness tracking study Virgin does
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Volume 2, Number 3
across all its markets (Mohammed 2002). This study hypothesized that consumers’ positive attitudes toward the
website increases as their perceived ease of use and usefulness of information increase.
Further, this study also measures impacts based on different degrees of user involvement. Traditional marketers addressed the effects of the degree of involvement on the information search effort, or vis-à-vis (e.g.,
McGaughey and Mason 1998). Prior researchers (McGaughey and Mason 1998) determined that if consumers have
low involvement with products that can satisfy their perceived need, they exert little effort in the information search.
However, with high involvement, the consumer is likely to conduct a more active information search (McGauphey
and Mason 1998). Further, in a state of high involvement, the consumer may be more willing to seek out detailed
information through product trial experiences (McGauphey and Mason 1998).
When the impact of involvement is discussed in the online context, the effects of user involvement in information systems have been investigated (Franz and Robey 1986; Baroudi, Olson, and Ives 1986). Various studies
(McGauphey and Mason 1998; Cho et al. 2002) have investigated the degree of involvement, attitudes toward a
website and e-satisfaction. This study hypothesizes that for more involved online customers, those whose degree of
involvement moves from novice to committed, their positive attitudes toward websites will affect a higher esatisfaction.
Hypothesis 5:
User perception on an information factor toward movie-related website is positively associated
with both perceived usefulness and perceived ease of use.
Hypothesis 5a: The impact of the information factor on perceived usefulness and easy of use will be higher as the
degree of user involvement increases.
2.5. Convenience Factor
Various researchers found that a major factor to increase consumer satisfaction from electronic commerce
is convenience (Cho et al. 2002). It is well known that a media-inherent characteristic of the Internet is its accessibility since users are able to use the Net 24 hours/7days a week. Online shoppers can save time on trips to stores when
they place orders online. Similarly, movie-related website users can easily reach sites for various purposes and with
increased frequency on the Internet. Film companies such as New Line Cinema leveraged an outstanding deal with
AOL, gaining access to its 20 million users (Mohammed 2002). Online users enjoy the convenience of easily
purchasing movie tickets, viewing trailers, and obtaining information, via various websites, such as
www.moviefone.com, www.movietickets.com, and links to entertainment via ISPs, such as
http://entertainment.msn.com/. In addition, by personalizing websites and using permission marketing tools, such as
opt-in, users receive recent information about films and also information based on their preferences. For instance,
moviefone offers the service called, “Get Movie Mail” with options allowing customers to choose their preferred
types of movies. This study hypothesizes that users’ perception of the convenience of movie-related websites
positively affects perceived usefulness and ease of use, as proposed by Davis (1989a and b).
Hypothesis 6:
User perception of the convenience of movie-related website is positively associated with both
perceived usefulness and perceived ease of use.
In addition, this study proposes how the impact of the convenience factor on perceived usefulness and ease
of use is positively associated with the degree of user involvement. The authors posit that as users’ perception of
movie-related websites as interactivity tools increases, the degree of involvement on those sites also increases.
Users’ interactivity with movie-related websites increases through the stages. An online campaign offered by the
film industry actively advances users through the stages (Mohammed 2002). For example, New Line Cinema
developed a complete line of personalized and interactive tools that kept customers interested in the franchise and
ensured that they would purchase tickets (Mohammed 2002). According to Mohammed (2002), New Line used its
partnership with Moviefone to make it easy for customers moving through the stages to not only discover where the
movie was playing, but also purchase tickets from a Web browser (Mohammed 2002). Moviefone also partnered
with AOL, Netscape, and Palm, and mobile companies, such as Sprint PCS Internet-ready phones, and AT&T
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Journal Of Business & Economics Research
Volume 2, Number 3
Digital PocketNet, providing services to increase involvement. Movietickets.com offers the service, called “Join My
MovieTickets” that processes fast checkout when users purchase tickets online.
Hypothesis 6a: The impact of the convenience factor on perceived usefulness and ease of use will be higher as the
degree of user involvement increases.
2.6. Technology Factor
Prior studies discussed how perceived usefulness and ease of use are influenced by various factors, including the system’s technical design characteristics (Benbasat and Dexter 1986; Benbasat, Dexter and Todd 1986;
Dickson, DeSanctis, and McBride 1986; Malone 1981). Technology factors include website effectiveness such as
speed and customer interface design factors (Mohammed 2002), such as content, context, and customization.
Technology and media-inherent factors, proposed by Schubert and Dettling (2002), are applied in this study. The
extended Web Assessment Method (EWAM), proposed by Schubert and Dettling (2002), focuses on the special
features that are inherent in the Internet. This study selected criteria, related to the technology factor from the Web
Assessment Model, which was proposed by Schubert and Selz (1999), prior to EWAM. Based on the suggested
phases (e.g., settlement, agreement, and information phases) from the Web assessment model, criteria, related to the
technology factor at each stage, such as good user interface, structure of content, adjustable customer profile, and
possibility of customized products, are used in this study.
Hypothesis 7:
User perception of the technology factor of movie-related websites is positively associated with
both perceived usefulness and perceived ease of use.
Hypothesis 7a: The impact of the technology factor on perceived usefulness and ease of use will be higher as the
degree of user involvement increases.
2.7. Community Factor
A community is known as a set of interwoven relationships built upon a shared interest, not simply held together by a shared interest (Hanson 2000). Online communities include Bulletin Board System (BBS), discussion
groups, such as industry portal discussion areas, professional groups or groups by interests, Forums and Internet
Relay Chat (IRC), which is often offered by Internet Service Providers (ISPs). For instance, AOL provides an
example of the explosive growth of community-building technologies (Hanson 2000). Users are allowed to send
more than 290 million real-time “instant messages” every day and also as many as 19,000 different AOL chat rooms
were active on a peak day (Hanson 2000). Discussion groups are often held based on similar interests. Users in
popular discussion groups, such as www.icq.com and www.cafeuten.com join the group by selecting the topic they
are interested in. Negative feedback systems also offer a place to hold a discussion group. Users of feedback systems,
such as www.epinions.com, www.cnet.com, www.planetfeedback.com, leave opinions about products or brands
creating a discussion group. Such opinions also can be a useful source to improve consumer satisfaction and
minimize complaints (Cho et al. 2002).
Due to the nature of the Internet, as an interactive media, messages or opinions from an online community
can be easily spread out. Reichheld and Schefter (2000) indicated that the Web is actually a very sticky space and a
powerful tool for strengthening relationships Thus, the degree of commitment and intensity between individuals,
business-to-consumer, and business-to-business increase on the Web (see also Hanson 2000). Various researchers
stressed that an online community could become a useful marketing tool by gaining widespread attention and
building traffic to the site (Hanson 2000). According to Reichheld and Sasser (1990), an online community improves loyalty that can have a substantial impact on profits. Moreover, communities play a significant role in
reinforcing the social interactions, building trust, and creating loyalty (Hanson 2000). For example, by creating
communities, e-business/e-commerce will reap the benefits of greater “customer loyalty” and may gain important
insights into the nature and needs of their “customer usage” (Hanson 2000). Moreover, most of today’s online
customers exhibit a clear proclivity toward loyalty, and Web technologies, used correctly, reinforce that inherent
loyalty (Reichheld and Schefter 2000).
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The film industry uses the Internet for various promotional tools. First, the Internet can be a viral marketing tool, which is the online equivalent of Word of Mouth (WOM: Hanson 2000) for industries. According to
Hanson (2000), the Net amplifies the power and accelerates the speed of feedback from users to potential adopters.
A good example is the success story of “American Psycho.” Lion Gate films sent 16,000 people email for 30 days
prior to the 1999 opening of the film (Hanson 2000). Austin Powers also used the similar strategy by sending a
message to the people (Mohammed 2002). For example, by using Austin, the film industry allows people to talk in
regular conversation or mimick Austin’s nemesis, Dr. Evil (Mohammed 2002). Further, in order to target specific
segments without losing the movie’s intended brand appeal, film industries create, a cleverly designed moviecommunity website, e.g., www.DanferWillRobinson.com (Mohammed 2002). The site acts as an online community
that effectively piques the interests of several movie-goer segments (Mohammed 2002). Online communities can
become an interactive tool for relationship marketing. In order to read other users opinions or leave comments, users
register to the website and manage personal information. This study hypothesizes that users’ perception of the
usefulness of the community factor affects their attitudes toward movie-related websites.
Hypothesis 8:
User perception of the community factor of movie-related websites is positively associated with
both perceived usefulness and perceived ease of use.
The study also posits that users attitudes toward movie-related websites regarding the community factor
will improve as the degree of involvement increases. According to by Mohammed (2002), both novel and traditional
users use movie-related websites as viral marketing tools to promote movies to their friends. In particular, in the
awareness stage, New Line Cinema generated substantial recognition of the Austin Powers character and movie
(Mohammed 2002). In the exploration and expansion stage, moviegoers were able to learn much more about Austin
and his forthcoming movie, and New Line provided a full set of tools to help people inform their friends about the
movie (Mohammed 2002). In the commitment stage, the studio made it easy to see the film, to promote it, and to
enjoy Austin Powers even outside the movie theater (Mohammed 2002).
Hypothesis 8a: The impact of the community factor on positive perceived usefulness and ease of use will be
higher as the degree of user involvement increases.
2.8. Entertainment Factors
Prior studies (e.g., Danet et al. 1996a) note that computer-mediated communication (CMC) is strikingly
playful. Various studies have recognized the inherently playful nature of the computer as medium (e.g., Danet et al.
1996b; Rafaeli, 1984, 1986; Kuehn, 1993; Lanham, 1993; Ruedenberg et al., 1995). Danet et al. (1996a and b) also
mentioned that millions of people are playing with their computer keyboards in various ways, thus an application of
computers to theater-related purposes is perhaps inevitable. Researchers (Webster and Martocchio 1992) argue that
microcomputer playfulness represents a degree of cognitive spontaneity in computer interactions. Playfulness is an
important factor to acquaint with the computer, by shifting attitudes from fearful and awesome aspects to positive
factors (Webster and Martocchio 1992; Gardner et a. 1989; Howard and Smith 1986). It is also viewed as the
capacity to draw satisfaction from the immediate intellectual development of a topic, irrespective of any ulterior
motive (Dewey 1913).
Social escapism motivation refers to consumers’ motives for using the Web as a reliever of day-to-day
boredom and stress (Zhou 2002: Korgaonkar and Wolin 1999). Movie-related websites are a pleasurable, fun, and
enjoyable activity that allows one to escape from reality (Zhou 2002). As Zhou (2002) cited, users may perceive
movie-related websites as more entertaining than informative. Therefore, this study separates the entertainment
factor for movie-related websites from the information factor to investigate the effects to the perceived usefulness
and ease of use. This study proposes that users’ perceptions about movie-related websites as an entertainment factor
significantly affect their perceived usefulness and ease of use.
Hypothesis 9:
User perception of the entertainment factor of movie-related websites is positively associated with
both perceived usefulness and perceived easy of use.
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Hypothesis 9a: The impact of the entertainment factor on perceived usefulness and ease of use will be higher as
the degree of user involvement increases.
2.9. Brand Name Factor
The role of brand has been frequently addressed in previous studies. Traditionally, brand names serve a variety of purposes for consumers and advertisers (Meyers-Levy 1989). Various researchers (e.g., Levy 1989) have
noted that firms with extremely memorable brand names often regard those names as their most valuable asset
because these labels provide immediate recognition, and often, acceptance of new products that may be introduced
under the brand name. This study points out that the role of a brand name is also significant in the online environment. Consumers log on to certain websites based on their recognition of the brand names. The role of the URL
(Uniform Resource Locator), which represents the online business, is also important as online consumers recall the
e-commerce sites depending on how much the URL is memorable.
Therefore, brand names could help consumers make purchase decisions in the computer – mediated environment as they enable highly reliable inferences about consumption benefits after one purchase and use (Alba et al.
1997). Keller (1993) also posited that the stronger the brand image held in the consumers’ memories, the more likely
they will purchase those products without any additional decision making. However, as Dick et al. (1990) pointed
out, brand attribute value inferences depend on the accessibility of information. This study hypothesizes that brand
name importantly affects consumer choice behavior in the electronic marketplace.
Hypothesis 10: User perception of the brand name factor of movie-related websites is positively associated with
both perceived usefulness and perceived easy of use.
Hypothesis 10a: The impact of the brand name factor on perceived usefulness and ease of use will be higher as the
degree of user involvement increases.
2.10. Price Factor
Previous researchers stated that price is a major factor to measure consumer sensitivity (Krishnamurthi and
Raj 1988). The price factor has a large role in the choice and quantity of buying decisions (Krishnamurthi and Raj
1988). Price affects online users’ perception both positively and negatively. Hanson (2000) posits that the Internet
will raise or lower price sensitivity among customers. Price sensitivity might increase in the online environment due
to the availability of price comparisons on the Web. Many online companies provide services, such as price and
service comparisons, so customers can easily compare the price with the various service options. In addition,
consumers often have a negative perception of price offered by electronic commerce, particularly regarding delivery
costs. Various studies proved that online customers are often unsatisfied with the delivery costs (e.g., Cho et al.
2002), while often satisfied with discounted prices. However, in general, online customers expect a lower price than
in the traditional marketplace, as in fact, online customers offer lower prices than do traditional stores. It is well
known that in the online shopping environment the costs of producing, processing, and overhead and banking
transactions are lower. It is possible for online stores to reduce costs when they maintain an efficient distribution
system allowing them to provide a similar price for the same product as physical stores. Moreover, effective online
distribution systems such as just-in-time inventory, EDI (Electronic Data Interchange), and supply chain management play a role in reducing costs. Movie-related website users save money and time by purchasing tickets online.
Therefore, this study hypothesizes that price is an important factor in consumer choice behavior in the electronic
marketplace. In other words, customers are more sensitive to price as product quality is not easily determined in the
online environment.
Hypothesis 11: User perception of the price factor of movie-related websites is positively associated with both
perceived usefulness and perceived ease of use.
Hypothesis 11a: The impact of the price factor on perceived usefulness and ease of use will be higher as the degree
of user involvement increases.
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3. Methodology
The study conducted a survey with four hundred and ninety randomly selected subjects in U.S. The response rate was 85% and about 64% of respondents answered that they have used movie-related websites at least
once. Quantitative methods, including factor, regression, and path analysis, were applied to measure perceived
usefulness, perceived ease of use, online users’ attitudes towards sites, behavioral intention to use and satisfaction.
This study developed the scales from previous studies. For example, scales for perceived usefulness and perceived
ease of use were from the study by Davis (1989a and b) and Davis, Bagozzi, and Warshaw (1989). Scales for other
variables were from studies by Succi and Walter (1999), Zhou (2002), Schubert and Selz (1999), and Chen and
Wells (1999). Likert scales, Semantic differential scales, and open-ended questions were used to measure the items.
For Likert scale questions, a five-point scale with extremes labeled, “Strongly Disagree” and “Strongly Agree” was
used. Multivariate data analyses, such as factor and regression analyses were used to analyze this study.
In order to measure the degree of involvement, this study used the scale items for each lever across the
stages on movie-related websites, proposed by Mohammed (2002) with modifications. This study measures the
average for the items for each lever, which represents the degree of involvement, e.g., average for items of novice,
awareness, exploration/expansion, and commitment. Users’ degree of involvement on movie-related websites was
decided based on the average scores, obtained above. For instance, if a user has the highest score for the items of
awareness, we consider that s/he is in the stage of awareness. After the lever was found, dummy variables were used
to code the data. This study used novice as a base for dummy variables.
4. Results
The first step in this analysis was intended to validate the factors that affect two predictors perceived usefulness and ease of use. This study ran the confirmatory factor analysis to identify those factors. Using principal
components analysis as the extraction method and varimax rotation methods with Kaiser Normalization, the most
relevant data emerged. This analysis showed a distinct reduction of six factors, with Eigen values over 1.00. The
factor analysis results including scaled items, which were grouped as a factor, Eigen values, and components are
summarized in table 2. As proposed, the seven factors that affect perceived usefulness and ease of use toward
movie-related websites appeared to be “information factor,” “convenience factor,” “technology factor,” “community
factor,” “entertainment factor,” “brand name factor,” and “price factor.”
A separate factor analysis was done to group scale items for predictors, perceived usefulness and ease of
use, which affect attitudes toward websites. Scale items were developed from the previous study by Davis (1989a
and b). Table 3 shows the results of factor analysis for external variables, which affect perceived usefulness and ease
of use. As table 3 shows, factors, which have Eigen values over 1.00 are grouped as variables. Three items represent
perceived ease of use (EOU) and four items represent perceived usefulness (U).
This study analyzed simple linear regression analyses and the analyses of variance. Factor scores were used
for regression analyses. First, this study used regression analyses for the impacts of external variables to the
predictors that are perceived usefulness and ease of use. The different degrees of involvement were considered as
dummy variables. Since four different levers were used as different degrees of involvement, three dummy variables
were added to the regression analyses. Another regression analysis was conducted to examine the effects of
perceived usefulness and ease of use to the attitudes toward the websites and the effects of attitudes toward the
websites on e-satisfaction and behavioral intention to use. The results are showed in table 4 to 7 respectively.
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Journal Of Business & Economics Research
Volume 2, Number 3
Table 2. Component Matrix
Items
External Factors
CONVENICENCE I
CONVENICENCE III
PRICE II
PRICE I
COMMUNITY II
COMMUNITY I
COMMUNITY IV
TECHNOLOGY III
TECHNOLOGY II
ENTERTAINMENT
III
ENTERTAINMENT
V
ENTERTAINMENT
IV
INFORMATION I
INFORMATION II
Scale Items
It is convenient to view the films
anytime and anywhere.
No more phone calls to obtain
movie-related information after I
used websites.
Ticket price via online is in
general, bit cheaper than the price
at traditional box office.
I saved a lot using movie-related
websites.
Good access to community
Using community, I share lots of
opinions about the movie.
Comments about the movie,
obtained from online community
are quite useful.
Using advanced technology from
movie-related websites give me a
pleasure.
Web interface from movie-related
websites are better than other
websites.
Using movie-related websites give
me a lot of fun.
I use movie-related websites for
pleasure.
1
.897
2
3
Component
4
5
BRAND II
7
.876
.839
.788
.824
.754
.712
.705
.681
.776
.690
.667
.789
.642
INFORMATION V
BRAND I
6
.591
Movie-related websites are
enjoyable.
Information, provided from movierelate
Websites is quite useful.
Quality of information from
movie-related websites is quite
high.
Using the websites, I can find lots
of information regarding films.
Familiar brand names (e.g., URL)
give me lots of motivation when I
log on the movie-related websites.
When I log on the movie-related
websites, I use the site that I easily
remember the URL.
Eigen Value
.765
.698
4.922
23
2.321
1.614
1.543
1.399
1.120
1.09
Journal Of Business & Economics Research
Volume 2, Number 3
Table 3. Component Matrix (Rotated)
Items
External
Factors**
EOU
EOU
EOU
U
U
U
U
Component
Scale Items*
Interacting with the movie-related websites does not require a lot of my mental effort.
I find it easy to get the movie-related websites to do what I want it to do.
I find it easy to recover from errors encountered while using movie-related websites.
Using movie-related websites improve my performance.
Using movie-related websites increase my productivity.
Using movie-related websites allow me to accomplish more work than would otherwise
be possible.
Using movie-related websites save me time.
Eigen Value
1
2
.889
.843
.791
.869
.843
.810
4.199
.733
2.791
* Scale items were modified from Davis (1989a and b)
** EOU: Perceived Ease of Use; U: Perceived Usefulness
Table 4. Summary Of The Effects Of External Variables
The following table (table 4)
On The Perceived Usefulness (U) And Perceived Easy Of Use (EOU)
presents the results of the regression
analyses for the effects of external
Standard Coefficient (t-value (Sig))
variables to the perceived usefulness (U)
Variable
U
EOU
and ease of use (EOU). Factor coefficients,
Information factor
.314 (4.766**)
.226 (3.196**)
found from factor analyses, were used for
Convenience factor
.181 (2.911**)
.352 (5.121**)
regression analyses. Stepwise regression
Technology factor
.253 (3.471**)
.251 (3.449**)
analysis was applied to find how indicaCommunity
factor
.291
(3.985**)
.193 (2.434**)
tors affect perceived usefulness and ease
Entertainment factor
.202 (2.949**)
.301 (4.741**)
of use. The results in table 4 show that all
Price factor
.052 (0.125)
.060 (0.135)
external variables except price factor
Brand Name factor
.321 (4.955**)
.307 (4.210**)
affect perceived usefulness and perceived
** Significant at 0.01 level (2-tailed)
ease of use. Factors such as information
and community are the first and second
variables strongly associated with perceived usefulness (U), while factors such as convenience and entertainment are
strongly related to perceived ease of use (EOU). Thus, hypotheses 5-10 – i.e., the impacts of factors, such as
information, convenience, technology, community, entertainment, and brand factors- to perceived usefulness and
easy of use were accepted, while hypothesis 11 – i.e., the impact of price factor to perceived usefulness and ease of
use – was rejected. The results of the analysis of variance found the models significant at .01 level with F = 15.724
(two-tailed, r-square = .493).
Table 5 shows the regression analyses with dummy variables to examine the relationship between the degree of involvement, external variables, perceived usefulness, and ease of use. ANCOVA (Analysis of Covariance)
was also applied in this study in order to examine the effect of the degree of involvement. Those results of the
ANCOVA, regression analysis and ANOVA were used to test hypotheses. This study used dummy variables to test
the differential effects of external variables by the degree of involvement on perceived usefulness and ease of use.
The findings of regression analyses indicate that the impacts of external variables on perceived usefulness and ease
of use are higher if the degree of involvement is higher. For example, this impact scored higher when the degree of
involvement is in the stage of commitment rather than in the novice stage. Further, the results of ANCOVA showed
that the impact of the external variables on the perceived usefulness and ease of use was significantly different
according to the degree of involvement (F = 8.131, Eta-squared = .134, significant at .01 level).
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Journal Of Business & Economics Research
Volume 2, Number 3
Table 5. Summary Of The Effects Of External Variables
On The Perceived Usefulness (U) And Perceived Easy Of Use (EOU) By The Degree Of Involvement
(Novice N = 108, Awareness N = 84, Exploration/Expansion N = 45, Commitment N = 35)
Variable
Information
factor
Convenience
factor
Technology
factor
Community
factor
Entertainment
factor
Price
factor
**
*
Awareness
Standard Coefficient* and Significance
Exploration/Expansion
U
EOU
U
Commitment
EOU
U
EOU
.312 (4.071**)
.228 (3.205**)
.339 (4.981**)
.304 (4.011**)
.290 (3.881**)
.226 (3.196**)
.200 (3.019**)
.299 (3.281**)
.213 (3.102**)
.387 (5.098**)
.189 (2.940**)
.352 (5.121**)
.233 (3.541**)
.220 (3.319**)
.211 (3.311**)
.271 (3.879**)
.311 (4.411**)
.305 (4.019**)
.189 (2.415**)
.193 (2.571**)
.228 (3.445**)
.202 (2.651**)
.319 (4.513**)
.231 (3.332**)
.301 (4.471**)
.347 (5.123**)
.209 (2.987**)
.299 (4.041**)
.243 (3.188**)
.299 (3.765**)
.032 (0.137)
.051 (0.143)
.050 (0.127)
.041 (0.145)
.030 (0.121)
.022 (0.109)
Significant at 0.01 level (2-tailed).
Standard coefficients show the effects of the three levers, such as awareness, exploration/expansion, and commitment, while novice was
used as a base.
Table 6. The Effects Of Predictors
Another regression analysis was conducted to
On The Overall Attitudes Toward Websites
see how attitudes toward movie-related websites are
affected by perceived usefulness and ease of use. Table
Standard
t-value (Sig)
6 shows the results of regression analysis for the impact
Predictors
Coefficient*
of U and EOU to the attitudes toward the websites. The
Perceived Usefulness
.322
4.876**
results of analysis of variance found that overall, the
Perceived Easy of Use
.331
4.911**
regression model is significant (F = 13.121, significant
** Significant at 0.01 level (2-tailed).
at .01 level, two-tailed, r-square = .685). The impact of
two predictors to the attitudes toward the movie-related websites were almost equivalent.
As table 7 shows, this study also found the impacts of the attitudes toward movie-related websites to the esatisfaction and behavioral intention to use. The study measures the effects on e-satisfaction using the existing
movie-related website users, while the effects to the behavioral intention to use measure subjects who have never
logged in to movie-related sites. Two separate regression analyses were used to measure the impacts. In order to
measure the impact of attitudes toward the website on the behavioral intention to use, this study conducted multivariate analyses using data collected from subjects, who have never used movie-related websites. The study found that
attitudes toward movie-related websites significantly affect both e-satisfaction and behavioral intention to use.
Table 7. The Effects Of Attitudes Toward Websites To E-Satisfaction And
Behavioral Intention To Use
Variable
Attitudes toward websites to E-Satisfaction
Attitudes toward websites to Behavioral Intention to Use
** Significant at 0.01 level (2-tailed)
25
Standard
Coefficient*
.341
.291
t-value (Sig)
4.701**
3.177**
Journal Of Business & Economics Research
Volume 2, Number 3
5. Discussion And Conclusion
In this paper, the authors explore users’ attitudes toward movie-related web sites and consumer satisfaction.
Applying uses and gratification theory (Luo 2002) and Technology Acceptance Model (Davis 1989a and b), this
study investigates factors affect online users’ attitudes toward movie-related websites; how those factors affect
perceived ease of use and usefulness; the effects of perceived ease of use and usefulness on overall attitudes toward
movie-related websites; and how online users’ attitudes toward movie-related websites affect user satisfaction and
behavioral intention to use.
This study found important factors that affect online consumer attitudes toward the movie-related websites.
The “information factor,” “convenience factor,” “technology factor,” “community factor,” “entertainment factor,”
“brand name factor,” and “price factor” are external variables affecting perceived usefulness. This study also found
that most factors except price significantly affect both perceived usefulness and perceived ease of use. However, this
study found that price does not significantly affect perceived usefulness and perceived ease of use. Based on the
open-ended question, authors found that online consumers more likely use movie-related websites for the purpose of
getting information rather than purchasing tickets. There are several reasons for this: because the price is not much
cheaper online; consumers do not want to provide credit card information; it is easy to get tickets at the theater; and
people often change their mind to see another movie than they initially thought. Therefore, the authors posit that
online movie-related business should provide more convenient options for consumers to purchase tickets on the Web.
The study has some limitations. Although this study uses multivariate statistics, such as factor and regression analysis and ANOCOVA, the study didn’t measure the cause and effect relationship using a program, such as
LISREL. The authors will consider this issue in our future research. A framework to classify the different levels of
involvement will be also developed and applied to measure consumer attitudes toward various websites. For our
further study, more number of subjects will be considered.
Based on the results, the authors suggest that online communication tools and advertising significantly affect users’ positive attitudes toward movies, while they do not significantly affect viewers’ satisfaction about movies.
The findings of the study contribute to the development of the uses and gratification theory and Technology
Acceptance Model by applying it to the online users’ attitudes toward movie-related sites. Further, this study
provides implications and offer suggestions to e-businesses dealing with movie-related products and services. 
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